Miltos Primærfunksjon: Merkevareidentitet, Emballasje by Yuta Takahashi

Miltos Primærfunksjon: Merkevareidentitet, Emballasje by Yuta Takahashi is a highly esteemed winner of the very prestigious 2020 A' Design Award i Sølv in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.

SølvGrafikk· 2020

Miltos Primærfunksjon: Merkevareidentitet, Emballasje

by Yuta Takahashi

Client: Miltos

A' Design Award i Sølv Winner in Grafikk Category

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Verified Award Winner

Verify Award Status for #99373

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Colors

The Design

About Miltos Primærfunksjon: Merkevareidentitet, Emballasje

Miltos er en merkevareidentitet og emballasjedesign for et sjokolademerke. Konseptet utvider bønne-til-bar-ideen til en trær-til-bar-tilnærming som fremhever kakaoens aroma. Emballasjen er laget av mørkeblått finpapir med glitterbehandling, lakk som uttrykker et silkemønster og gullfoliestansing. Etuiet åpnes som permen på en bok og inneholder et smakskortdiagram som forklarer hver enkelt smak i detalj, slik det gjøres med vin. Sortimentsesken er basert på bildet av en bokhylle. Designet støtter en rolig merkevareopplevelse for voksne.

The Recognition

About the A' Design Award i Sølv

Miltos Primærfunksjon: Merkevareidentitet, Emballasje er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Miltos Primærfunksjon: Merkevareidentitet, Emballasje forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Miltos Primærfunksjon: Merkevareidentitet, Emballasje er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Miltos proposes a Tree to Bar chocolate which goes one step further from Bean to Bar. They are inspired by the brand philosophy that maximizes the aroma of cacao and forms the identity of a "perfume-like chocolate." The package expresses the aroma of cacao by the texture of silk fabric. Like a sculpture, chocolate has a step where they can enjoy a gorgeous aroma and rich melty texture. The book shaped case make you feel the brand story. The online store provides they with the Miltos world view.
Dimensions & Packaging: Chocolate: Width 2.75 x Depth 0.275 x Height 2.75inch
Chocolate package: Width 4 x Depth 0.5 x Height 4inch
Assort box: Width 4.2 x Depth 2.3 x Height 4.2inch
Shopping bag (M): Width 7 x Depth 3 x Height 9.5inch
Shopping bag (S): Width 6 x Depth 1.5 x Height 8.5inch
Tags: Branding, Packaging, Identity, Logo, Chocolate, Food, Sweets, Japan
Production Technology: The package uses dark blue fine paper selected to express the flavor of dark chocolate. Glitter processing that shines in various colors on the surface of the paper. Furthermore, varnish processing which expressed silk pattern. Gold foil stamping. After die cutting, bonding processing.
Design Challenge: Although it is chocolate, it needed a brand which allows people to think about the brand philosophy and its background. They needed to construct a brand experience that was differentiated from others for chocolates which are sold some thousands every year. They enabled them by broadening the chocolate concept and integrating the inspirations acquired from various industries into one offering.
Research: They investigated chocolates saturating the market and researched the user experience. Also, a variety of market research was done and they studied the connection between the industry (fashion, fragrance, arts, architecture and sculpture) which seems to have no relationships with chocolate at first glance. As a result, rather than just designing packages, they thought that they can provide a new user experience which is differentiated from others by structuring a brand to create better culture.
Inspiration: There was a need for a brand experience which not only encourages users to consume, but also one where people can learn about food, think about sustainability and think about the maker of the ingredients. Therefore, they did away with the image of "sweet chocolate" that children eat and focused on the brand experience that adults can deepen their thoughts about food while enjoying quiet moments.
Project Duration: This project started development in Ehime, Japan in August 2018 and was completed in January 2020. The product announcement was made in January 2020.
Operation Flow: The package opens like the cover of a book. As you open the case, the flavor chart card is attached. The chocolate tastes are explained in detail as is done with wine and whiskey. The assortment box was designed based on the image of a bookcase. By making the package shaped like a book, the design projects the brand story. They have built a unified world view from package to the online store.
Patents: Copyrights belong to Yuta Takahashi, 2020
Team Members: Art Director: Yuta Takahashi
Designer: Yuta Takahashi
Photographer: Yuta Takahashi
Programmer: Takashi Sasahara
Image Credits: Image 1: Photographer Yuta Takahashi, 2020
Optional Image 1: Photographer Yuta Takahashi, 2020
Optional Image 2: Photographer Yuta Takahashi, 2020
Optional Image 3: Photographer Yuta Takahashi, 2020
Optional Image 4: Photographer Yuta Takahashi, 2020